Throughout 2010, PRSA’s strategic planning team canvassed senior-level professionals in New York, Atlanta, Miami, Chicago and Los Angeles for their views on the future of the public relations industry and to identify the core needs of PR professionals. The new (draft) PRSA strategic plan emphasizes and expands on the organization’s five pillars–advocacy, the business case for public relations, community, diversity and education–and will put new focus ethics, excellence and society management.

Social media continues to be a growing edge for the industry and while significant training and development opportunities are being offered by PRSA, Fiske cautions that social media is only one of many tools, and is neither a communications strategy nor a required foundation for a successful communications initiative.

A 20-year public relations veteran and CEO and Chair-Elect of PRSA, Rosanna Fiske is also graduate coordinator and associate professor of advertising and public relations at South Florida’s largest public research university, Florida International University, in Miami, Florida.

These podcast show notes were written and optimized by Sandra Burrowes, Senior Public Affairs Specialist at Mayo Clinic.